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Ad Segments on WTIC
- Thread starter scottg
- Start date
Entercom has been doing some weird stuff since they took over. A couple Fridays ago they sold sponsorship of the Afternoon Drive Show on Hot 93.7 to a cell phone company. Rather than their usual 10+ minute commercial breaks every hour they played a commercial for the cell phone company after every few songs. Some pre-recorded and some live reads by the DJ Jenny Boom-Boom.
That's great! All credit to Entercom. When they took over CBS Radio, the CEO said he wanted to cut the spotload. How do you do that without losing revenue? You come up with more creative ways of selling time. In older formats, like Talk, you need more time for a sponsor to sell its product. That's what the advertiser wants. He can't get his pitch in a :30 or :60 pre-recorded spot, and he wants his ad to be part of programming. The word is "embedded." So the listener gets fewer spots, and the advertiser gets more attention pair to his message. That's the price of free media. Do you like it? Or would you prefer the way it was before?
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